[ AdRoll ... Reviews ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews) [ AdRoll ... Reviews ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews) # AdRoll ABM (Formerly RollWorks) Pricing Overview [Editedit](https://my.g2.com/adroll-abm-formerly-rollworks/pricings) ## AdRoll ABM (Formerly RollWorks) Pricing Key Insights Last updated on Jul 28, 2026 * * * AdRoll ABM (Formerly RollWorks) does not offer a **free trial**. Information about AdRoll ABM (Formerly RollWorks) pricing, plan availability, and costs is not listed on G2 by the vendor. Buyers typically need to engage directly with the vendor to understand pricing options. Final cost negotiations to purchase AdRoll ABM (Formerly RollWorks) must be conducted with the seller. * * * Rated 4.3 / 5 \*Pricing information is supplied by the software provider or retrieved from publicly accessible pricing materials. Final cost negotiations must be conducted with the seller. There are AdRoll ABM pricing packages for Account-Based Advertising, Account-Based Marketing + Advertising, Account-Based Marketing, and Account-Based Retargeting. Visit www.adroll.com/pricing and toggle to AdRoll ABM to learn about your options. Pricing information for AdRoll ABM (Formerly RollWorks) is supplied by the software provider or retrieved from publicly accessible pricing materials. Final cost negotiations to purchase AdRoll ABM (Formerly RollWorks) must be conducted with the seller. Pricing information was last updated on August 27, 2025 Show More ## Pricing Insights Averages based on real user reviews. ### Time to Implement 1 month ### Return on Investment 13 months ### Average Discount 9% ### Perceived Cost $$$$$ ## How much does AdRoll ABM (Formerly... cost? Data powered by [BetterCloud](https://www.bettercloud.com). Estimated Price ### $$k - $$k Per Year Based on data from 5 purchases. Get Price Estimate ## AdRoll ABM (Formerly RollWorks) Pricing FAQs Generated using AI Who is AdRoll ABM (Formerly RollWorks) pricing best suited for? G2 reviews of AdRoll ABM (Formerly RollWorks) indicate the pricing is best suited for mid-market B2B companies in technology, computer software, IT services, and cybersecurity that have a clearly defined ICP and existing CRM infrastructure in HubSpot or Salesforce. Enterprise reviewers in computer software and healthcare also report strong fit when running multi-segment, multi-channel ABM programs at scale. Small businesses can extract value from AdRoll ABM (Formerly RollWorks) pricing for long sales cycles and niche audience targeting, though several G2 reviewers flag that certain workflows and cost structures favor larger teams. AdRoll ABM (Formerly RollWorks) pricing is least suited for organizations without defined account lists or dedicated marketing operations resources. What are the key differences between the free and paid versions of AdRoll ABM (Formerly RollWorks)? According to G2's pricing data for AdRoll ABM (Formerly RollWorks), no free tier exists. AdRoll ABM (Formerly RollWorks) pricing operates on custom quotes, with no publicly listed tiers. G2 reviewers indicate entry-level packages include display advertising, basic ABM targeting, and limited sales insights seats, while higher-spend arrangements unlock Bombora intent data, LinkedIn Connector, advanced ICP scoring, account journey mapping, and dedicated customer success management. Several G2 users note that social integrations like LinkedIn require additional budget, and features such as person-level deanonymization and deeper reporting customization appear tied to higher-tier commitments. A base ad spend requirement is also mentioned as a threshold condition for accessing the full AdRoll ABM (Formerly RollWorks) feature set. Is AdRoll ABM (Formerly RollWorks) considered good value for its pricing? G2 reviewers are divided on AdRoll ABM (Formerly RollWorks) pricing value. High-rating reviewers across mid-market and enterprise segments consistently cite strong ROI from precise account targeting, Bombora intent data, HubSpot and Salesforce integrations, and dedicated customer success support. Several G2 users explicitly switched from 6sense and Terminus, noting AdRoll ABM (Formerly RollWorks) delivers comparable ABM capabilities at lower cost. However, cost concerns appear frequently: small businesses flag pricing as steep, one mid-market reviewer reported $50K+ annual spend with minimal returns, and multiple reviewers cite high CPMs and expensive scaling. The pricing of AdRoll ABM (Formerly RollWorks) is best justified when ICP is well-defined and teams actively leverage intent data and CRM integrations. ## Top-Rated Alternatives [ ![Demandbase One](https://images.g2crowd.com/uploads/product/hd_favicon/c774a027c587be17b366c706735319c9/demandbase-one.svg "Demandbase One") Demandbase One 4.4/5(1,988) ](https://www.g2.com/products/demandbase-one/reviews) [ ![6sense Revenue Marketing](https://images.g2crowd.com/uploads/product/hd_favicon/fd24a8ac8ec0dd713165578a8ce5c51e/6sense-revenue-marketing.svg "6sense Revenue Marketing") 6sense Revenue Marketing 4.2/5(1,484) ](https://www.g2.com/products/6sense-revenue-marketing/reviews) [ ![Metadata.io](https://images.g2crowd.com/uploads/product/hd_favicon/d71128a3b8a593284b9d1c9f7667c1c4/metadata-io.svg "Metadata.io") Metadata.io 4.6/5(300) ](https://www.g2.com/products/metadata-io/reviews) [ View All Alternatives ](https://www.g2.com/products/adroll-abm-formerly-rollworks/competitors/alternatives) ## AdRoll ABM (Formerly... Pricing Reviews (2) ![Verified User in Human Resources](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Human Resources") AH Verified User in Human Resources Small-Business (50 or fewer emp.) 11/21/2022 "RollWorks helps our ABM strategy reach right audience and align with Sales" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? AdRoll ABM offers several valuable enhancements that I really appreciate. The Bombora intent data provides deeper insights into companies researching topics related to our solutions, helping us identify which accounts are showing strong interest. The platform surfaces our most engaged accounts—those interacting directly with our ads—and also highlights trending accounts that show intent signals beyond advertising. It’s much easier to identify and connect with the right contacts within target accounts, which streamlines our outreach efforts. Additionally, the account targeting campaigns are incredibly effective for retargeting and keeping our messaging in front of the right audience at the right time. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? The platform has a bit of a learning curve, and it can take time to fully understand all of its features. It also requires some patience, as campaign results aren’t always immediate. Compared to other advertising platforms, AdRoll ABM can feel somewhat complex, and the targeting options, especially around job functions and seniority levels—are still fairly limited. Strengthening these areas would make the platform even more powerful and user-friendly. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? RollWorks enables us to target ads toward the right account domains—those that match our ICP and matter most to our business. The platform also surfaces engaged accounts, offering strong insights and signals that empower our sales team. Review collected by and hosted on G2.com. Show More 11/13/2025 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Information Technology and Services](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Information Technology and Services") UI Verified User in Information Technology and Services Mid-Market (51-1000 emp.) 9/29/2025 "Platform Falls Short, Little-to-No Value Yet Seen in Year 2 of 3." 1.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? - We like how easy it is set up playbooks and campaigns. - Retargeting has shown promise. - Team seems eager to repair relationship by showing value Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? - Journey Stages iFrame to help us understand a prospect journey: Didn't meet expectations because it only goes back 90 days. By the time we win a deal 6 months later, more than half the journey isn't there. It also should have pulled through marketing emails but doesn't do that for Pardot. - Journey Stages (JS): Wanted to use "company intent" for JS to establish "In Market". RW can't use Bombora directly in journey stage setup as a filter (intent is data they are providing), so have to manually import bombora to Salesforce weekly into a field, so that the filter can be used to establish JS (we have to manipulate data provided by them w/ Salesforce to use it. Backwards.) The accuracy of later in market stages relies on website visits to our website. They were touted to have very good company identification but we see them as 3rd. If RW can't identify a Co as visiting our site, it can't update them to a JS of "In Market / Aware / Interested" (more below) - Company Identification: When it came down to it, Company/Account de-anonymization is the worst out of 3 platforms we use for this. They "use ZoomInfo as one of their providers" but you wouldn't know it comparing the 2 website data streams. Here's where it's a problem. We see companies visiting our website via ZoomInfo, or downloading our content where we’re adding them as a campaign member so we KNOW they’ve been on our site. RW might still show them as “not in market / unaware” because they can’t personally identify the visit to that company. - Reporting: For their business review, they had to pull out of the backend of the platform (not something we can replicate). Also, no attribution reporting. In RW if an ad touched an Account w/ Opp - they show the full value as influenced. To tell whether an ad was shown prior to Opp creation or after, we had to look month by month for 2025 to see when an Account showed first showed up in the associated campaign as a click and then compare that with Opp created date. A very manual process for reporting of ad success to match our expectations/the way we do things. - There are features included in RW that are part of the setup process that RW themselves advise against using. For example, Bombora intent within setup is at the contact level. They recommend creating a new list and adding it at the account level. If your customer success rep doesn’t tell you this, how are you supposed to know? - Budget recommendations are shown during the playbook setup process, but our account rep told us not to follow it. Why have it then? - We just found out after several years that audience should be divided by 7 to account for the average # of cookies assigned to each individual due to multiple devices. Again, we wouldn’t know that except for the fact we just got a new account manager who told us. - We wish there was a budget limit feature. You can’t set a budget and have RW paced it out the rest of the month. You have to babysit it and make sure you lower budgets of each individual campaign or playbook in order to not exceed your budget. We have to keep a separate spreadsheet to keep track of what all the budgets should be at so I can change them back at the 1st of the month. - We wish you could save your job titles to a list so you didn’t have to find each one individually every time you set up a playbook. It’s very time consuming to do it from scratch everytime. - Regarding job seniority on playbooks – we wish it didn’t jump from C-Suite to management. Directors and VP levels should be added. We are spending budget on managers and that isn’t really who we are targeting, but we have to select it in order to serve ads to the levels we want to. - We agreed to a 2-year renewal because we believed we could still unlock value from the platform after all the setup work we invested in year 1, and the discount made the commitment seem worthwhile. But with AI and other lower-cost technologies rapidly improving, the platform has become an expensive, cumbersome option that falls short of its promised value. What’s worse, the vendor has been unwilling to work with us to adjust the contract in year two (not in platform spend, or even a decrease in ad spend, and didn't agree to getting creative what-so-ever to help provide value), a level of rigidity that stands in stark contrast to how most vendors operate. If you’re considering this platform, think carefully before committing to a long-term contract. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? We've seen some small success in retargeting, but not much else. Nothing to justify a $50K+ yearly spend. Review collected by and hosted on G2.com. Show More Response from Kayleigh Magistre of AdRoll ABM (Formerly... [Editedit](https://www.g2.com/survey_responses/adroll-abm-formerly-rollworks-review-11741310/official_response/edit) Hi there! Thank you for sharing your detailed feedback on your experience with AdRoll ABM. We're truly sorry to hear about your frustrations with the platform's limitations and the challenges you've encountered. That's never the experience we want our customers to have. Your feedback is extremely valuable to us, and we take it seriously as we continue working to make meaningful improvements to our platform. Please don't hesitate to reach out directly to your account management team. They're here to help address any issues and ensure you get the support you need. We genuinely appreciate you taking the time to share your experience and provide such thoughtful feedback. It's through input like yours that we're able to better understand where we can improve and continue building a more effective, reliable experience for our customers. 11/5/2025 Validated ReviewerSource: Organic AdRoll ABM (Formerly RollWorks) Comparisons ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_ab2060955b5493121b5c56fa83d6e689/demandbase-one.png "Product Avatar Image") Demandbase One 4.4/5(1,988) [ Compare Now ](https://www.g2.com/compare/adroll-abm-formerly-rollworks-vs-demandbase-one) ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_4fac05402fe43361a53e62b04e561fd1/6sense-revenue-marketing.png "Product Avatar Image") 6sense Revenue Marketing 4.2/5(1,484) [ Compare Now ](https://www.g2.com/compare/6sense-revenue-marketing-vs-adroll-abm-formerly-rollworks) ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_591d636846dd2fb7c5c29917cdb1879a/metadata-io.png "Product Avatar Image") Metadata.io 4.6/5(300) [ Compare Now ](https://www.g2.com/compare/adroll-abm-formerly-rollworks-vs-metadata-io) ##### Categories on G2 [Sales Intelligence](https://www.g2.com/categories/sales-intelligence)[Lead Intelligence](https://www.g2.com/categories/lead-intelligence)[Social Media Advertising](https://www.g2.com/categories/social-media-advertising) [Account Data Management](https://www.g2.com/categories/account-data-management)[Visitor Identification](https://www.g2.com/categories/visitor-identification)[Marketing Account Intelligence](https://www.g2.com/categories/marketing-account-intelligence)[Buyer Intent Data Providers](https://www.g2.com/categories/buyer-intent-data-providers)[Account-Based Analytics](https://www.g2.com/categories/account-based-analytics)[Account-Based Orchestration Platforms](https://www.g2.com/categories/account-based-orchestration-platforms)[Customer Data Platform (CDP)](https://www.g2.com/categories/customer-data-platform-cdp)[Display Advertising](https://www.g2.com/categories/display-advertising)[Cross-Channel Advertising](https://www.g2.com/categories/cross-channel-advertising)[Native Advertising](https://www.g2.com/categories/native-advertising)[Video Advertising](https://www.g2.com/categories/video-advertising)[Account-Based Advertising](https://www.g2.com/categories/account-based-advertising)[Demand Side Platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp)[Retargeting](https://www.g2.com/categories/retargeting)[Connected TV (CTV) Advertising Platforms](https://www.g2.com/categories/connected-tv-ctv-advertising-platforms) [Show MoreShow Less](javascript:void(0);) ##### Explore More [Is Braze actually worth the cost for an early-stage startup, or are there more affordable mobile marketing platforms with similar capabilities?](https://www.g2.com/discussions/is-braze-actually-worth-the-cost-for-an-early-stage-startup-or-are-there-more-affordable-mobile-marketing-platforms-with-similar-capabilities)[Best Email Marketing Software](https://www.g2.com/discussions/best-email-marketing-software-to-try-in-2025)[What's the best customer self-service software for support teams drowning in repetitive tickets customers could resolve themselves?](https://www.g2.com/discussions/what-s-the-best-customer-self-service-software-for-support-teams-drowning-in-repetitive-tickets-customers-could-resolve-themselves) [What is the top-rated transcription service for enterprises?](https://www.g2.com/discussions/what-is-the-top-rated-transcription-service-for-enterprises)[Most reliable application performance monitors for online platforms](https://www.g2.com/discussions/most-reliable-application-performance-monitors-for-online-platforms)[Pros and Cons Details](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?qs=pros-and-cons) [Show MoreShow Less](javascript:void(0);)